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Survey: Shoppers Expecting AI to Improve Buying Journey

Generative Artificial Intelligence (GenAI) could impact the in-store experience

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According to a recent report from IBM’s Institute for Business Value, researchers found that changes in consumer preferences are being propelled by advancements in new tech – including Artificial Intelligence (AI), predictive AI and generative AI, Footwear News reports.

The report found that 33 percent of U.S. consumers surveyed said they are regularly using GenAI tools – including 49 percent of Gen Z and 60 percent of millennial respondents.

“This widespread and fast-growing adoption of GenAI is prompting consumers to recognize where they encounter AI within their buying journeys – with 41 percent of consumers currently aware of retailers using AI in shopping experiences – and where they expect retailers to leverage AI capabilities to improve customer experiences,” the report said.

Not all surveyed consumers agreed, however. At least 44 percent of those polled said they are mistrustful of retailers using AI in shopping experiences. A reported 66 percent were concerned about how their data was being shared/used, and another 65 percent were concerned that retailers haven’t put in “sufficient compliance/data safety procedures” when utilizing AI.

Despite this finding, 57 percent of all surveyed said they didn’t mind using AI in store as long as retailers were transparent about its use.

All of this interest in AI has risen due to customers’ continuing expectations of a tailored, frictionless shopping journey – something that GenAI can address, says IBM.

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